Ontario 211 ServicesAnnual Report 2014-2015

Word from the President/ Executive Director

Evelyn Brown | President

It has been a busy and exciting year for 211 in Ontario, and significant milestones have been achieved through the collective efforts of many stakeholders in the 211 system.

On behalf of the Board of Directors, I want to acknowledge and thank each and every person who has participated in building the 211 system this year. Whether you have helped spread the word about 211 through our Make the Right Call campaign, or participated in improving the 211 data standards, or the implementation of the new phone or call tracking systems, you have played a key role in getting 211 to this stage of the journey.

There is still much work to be done to create a fully-integrated, high-quality and sustainable 211 system that creates value for all of its stakeholders, but this year has brought us closer than ever before. I am confident that we have set the right course, and have the right people and processes in place to continue that momentum towards our ultimate vision of having 211 be the first call and best place for information about human services in Ontario.

Andrew Benson | Executive Director

The 211 story has continued to unfold over the course of the last year in Ontario, and I am reminded daily how far we have come on our transformation journey. We continue to move towards a fully-integrated provincial 211 system through the implementation of a new phone platform, consolidated provincial database, and call tracking and reporting tools. This work sets the foundation for improved service to our callers and online users, as well as improved reporting to communities on the needs of residents, emerging trends and unmet needs or service gaps.

We have also moved the needle on awareness of 211 in many communities with the help of our army of 211 Ambassadors. We have seen our efforts to build relationships with people on the front line pay off in spades, amplifying our messages more broadly than we could on our own. We are incredibly grateful for their efforts and for their belief in the value of the 211 service.… Read More>

We continue to work at developing the infrastructure that will ensure the 211 service provides maximum value to communities for years to come. I am encouraged by the way our partners have worked together to implement big change in a complex system, on limited resources.

I am also encouraged by the new investment of dollars in the 211 system by United Ways, municipal and provincial governments, and by private sector partners like Green Shield Canada Foundation. There is work to do to ensure the service is fully sustainable in the long-term, but with the growing appreciation for how 211 can add value, we anticipate more progress on this front in the months to come.

My sincere thanks to all of our 211 stakeholders for the work you do each and every day to bring 211 to life – you all play an important role in building stronger communities.

Age of Person Needing Help

Regional Snapshots

211 Central

214,475Calls to 211 Central

Top 5 Reasons for Calling 211

36,895Health

27,805Food and Meals

25,877Housing

24,181Income and Financial Assistance

21,315Legal and Public Safety

Testimonial

“The I and R Specialist was wonderful and I wanted to thank her personally. My husband and I live on a farm and we were without power for two days. Now it is back on. The I and R Specialist was so reassuring and took the time to help us.”

— Anonymous caller

211 Central

211 Central Region Partnering with the City of Toronto on Emergency Management

In December 2013 a severe winter storm coated Toronto and many parts of Ontario and Eastern Canada in a 30 mm layer of ice, leaving 300,000 people in Toronto without power. Power was not fully restored for residents until January 2014.

Within the first 48 hours staff at Findhelp Information Services (211 Central) answered more than twice as many calls, (1,535), compared with the same period the previous week. Extreme vulnerability included an intolerably cold apartment for small children, access to oxygen cut for a woman whose street was blocked by fallen trees, and people with disabilities running out of food in buildings where elevators were not running.

The City of Toronto’s review of the overall Emergency Response led to a motion at City Council in July 2014 to explore the formation of an Emergency Response Agreement with Findhelp/211 Central to increase access to services for vulnerable residents during an emergency situation. This partnership has continued to expand and strengthen support to residents during and following emergencies.

55,641Calls to 211 Central East

Top 5 Reasons for Calling 211

11,759Housing

9,049Health

8,513Income and Financial Assistance

6,095Individual and Family Services

4,912Legal and Public Safety

Testimonial

“I saw Francesca Dobbyn [Executive Director United Way Bruce Grey] on the local Rogers channel months ago talking about the sustainable housing benefit. It saved my bacon. I had some troubles over the holidays, bills, shopping, severe depression and alcoholism. I was about to be evicted for not paying all my rent, then I remembered seeing Francesca on TV, so I called 211.

I was honestly scared of being evicted. I have been through too much. Counsellors and friends were worried I was going to end it all. I am grateful and learned my lesson to be more financially responsible. I am home from a native healing lodge. It saved my life. I am lucky to live in a community a community where these services exist.”

— Anonymous caller

211 Central

211 Central East Region and the South Georgian Bay Community Health Link

Community Health Links are continuing to expand across the province as part of Ontario’s health care transformation. As a member of the South Georgian Bay Community Health Link executive team, 211 is working with primary care and community partners to provide coordinated and accessible care for people with complex needs. Three areas of work for 211 include establishing a poverty tool to simplify how physicians’ can assist patients who need connections to community based supports such as housing, income assistance, employment and food. A second initiative for 211 is establishing a Centralized Referral Service for physicians/primary care referrals to 25 health funded community support services. And the third area of work for 211 is their role as Community Navigator to inform, connect and transition Health Link patients to needed community, social and government services.

79,170Calls to 211 Central South

Top 5 Reasons for Calling 211

12,090Income and Financial Assistance

11,328Health

6,454Legal and Public Safety

6,415Consumer and Commercial

5,721Housing

Testimonial

“For residents of Niagara Falls, 211 can provide 24/7 support in multiple languages through the phone and online channels, enhancing the information and resources available to the public, and to emergency responders. For first responders and Emergency Managers, 211 can play a complementary role, allowing them to focus on the emergency at hand and diverting traffic from the 911 and stretched municipal systems. As well, the data that 211 collects from callers about their needs can be fed back in real time to inform response efforts.”

— Lee Smith, Fire Chief

211 Central

Age-Friendly Initiative Help Seniors Learn About 211

A local Age Friendly Initiative group had met and recognized that seniors were not familiar enough with 211 service and requested a meeting with our Executive Director. The committee brainstormed ideas of how they could help promote 211 to seniors in their community and determined that a newspaper ad would be ideal. They negotiated a significant rate reduction with the local paper and an ad was placed. As a result of this activity, further conversation determined that a flyer in all local hydro bills would also be beneficial and a member of the group arranged for free inclusion of a 211 promotional flyer into all hydro bills in the city. The benefit of this partnership is that it was driven by the community group to meet their local needs and merely supported by 211 to meet their needs.

18,210Calls to 211 Dufferin Peel

Top 5 Reasons for Calling 211

1,063Health

978Information Services

962Community Services

707Municipal Government

707Income & Financial Assistance

Testimonial

“Through your referral, we were able to connect with a very nice lady who also took the time to address our concerns and at my request coordinate a well-being check for my grandmother. I cannot thank you enough for your kindness and how much what you did means to my entire family.”

— Anonymous caller

211 Central

211 Dufferin Peel Grows Awareness of 211 with Community Agencies

Dufferin Peel continues to make connections with community agencies to build awareness of the 211 program while setting the stage for potential partnerships in the future. Dufferin Peel has reached out to schools, police, EMS and many other community agencies to present at local events and we continue to build awareness and promote the 211 services within our community.

53,232Calls to 211 Eastern

Top 5 Reasons for Calling 211

5,434Individual and Family Services

5,170Health

4,141Community Services

3,467Income and Financial Assistance

3,301Partnerships

Testimonial

“I used the service of the 211 for the first time today and I spoke with an agent by the name of Melanie. She was amazing, she actually directly got me to the help that I needed that I had been searching for, for 2 weeks!’’

211 Central

A teenager called 211 hoping to find somewhere to spend the night because he had been couch surfing for two weeks. His girlfriend’s parents could no longer keep him in their home. He was out of options as his parents refused to take him back. The blistering cold weather made Jamie extremely vulnerable and he was desperate to find shelter. Thanks to the partnership with the Youth Homelessness Initiative in Kingston, Frontenac, Lennox & Addington, 211 was able to connect the young man to the Kingston Youth Shelter. We also provided him with additional resources to help him get back on his feet and we reassured him that the Youth Shelter could also provide additional support to navigate the system if needed.

40,345Calls to 211 North

Top 5 Reasons for Calling 211

6,537Health

4,898Individual and Family Services

4,645Information Services

3,531Income and Financial Services

2,996Consumer and Commercial

Testimonial

“211 was there for me when I was experiencing a personal crisis. They provided information and connected me to the services that I needed and even offered to call me back to follow-up.”

— Anonymous caller

211 Central

211 Helps Thunder Bay Residents Prepare for Severe Storms

In 2014, 211 North partnered with Thunder Bay Hydro and other community agencies to develop the “Storm Ready” campaign to spread the message: “Know the Risks, Have a Plan and Make a Kit”. The message was backed by an online quiz that tackled incorrect attitudes, which, if left intact, would leave residents and their families quite vulnerable in a severe weather event. Information brochures were inserted into hydro bills where residents were encouraged to complete the online quiz, or pick up a hardcopy, and submit it, at the 211 North office. The campaign generated 211 telephone and walk-in inquiries regarding emergency preparedness. Information & Referral Specialists assisted these individuals by providing information, awareness and referrals to organizations that can help households develop emergency response plans and kits. 211 also educated individuals about who to call and when to call them during a disaster or emergency; this also included managing inquirers’ expectations of services during a disaster or emergency.

49,063Calls to 211 South West

Top 5 Reasons for Calling 211

8,051Provincial Government

7,180Community Services

5,761Federal Government

4,770Health

3,245Consumer and Commercial

Testimonial

“211 is an easy and important number for people to remember, including first responders. Helping people connect to the services they need to stay healthy and independent is at the core of what we do, and having 211 there as a support for non-urgent needs means we can focus on what we do best.”

— Dustin Carter, Middlesex-London EMS

211 Central

211 Working with Community Paramedicine Program to Help Residents Connect to Services

A training program was developed by the Middlesex-London Emergency Medical Service (EMS) Community Paramedicine Program to provide Paramedics, Police Officers and Fire Prevention Officers with information about 211 and how the service can be utilized to provide additional supports to first responders and the people they interact with who are in need of referrals to social and community services. When a first responder assesses an individual and determines that they are having difficulties coping with the daily living activities, are experiencing safety issues or are at risk of losing independence, the first responder will either contact 211 on behalf of the individual, or provide them with information about 211. From March to June 2015, over 600 first responders have participated in the training program.

Powered by Partnership

211 is powered by partnerships, and the past year was no exception. The partnerships below represent work at a provincial level with stakeholders in the social and health services field, and demonstrate some of the ways 211 is improving access to services for Ontarians. At a local and regional level, 211 is involved in hundreds of partnerships that leverage 211 data or its role as an easy gateway to specialized services.

We continued to partner with the OPP and local police services, as well as paramedics across Ontario to support the non-urgent needs of residents in the community. A Community Referral program has been developed that leverages the 211 service to connect people to supports that will improve overall health and wellness, and reduce risk of victimization. 211 First Responder cards were distributed to all OPP and paramedics for their use in the community.

Funded by the Ministry of Training, Colleges and Universities, Good2Talk is a post-secondary mental health helpline that provides mental health and addictions information and referrals and professional counselling to Ontario’s post-secondary students. Ontario 211 partners with Kids Help Phone, ConnexOntario and Ontario Centre of Excellence for Child and Youth Mental Health to deliver this important service to students.

211 plays a support role in times of emergency, providing a public information channel, disaster resource database management, and caller needs and trends reporting. Over the last 12 months, we have established communications protocols with many new municipalities, built relationships with the Office of the Fire Marshall and Emergency Management and local Community Emergency Management Coordinators, developed new resources and training for 211 staff, and delivered dozens of presentations to emergency management officials across the province. Our work in this area aims to reduce the strain on the 911 system during times of disaster, and to support residents long into the recovery period.

With a 3-year investment from Green Shield Canada Foundation, Ontario 211 Services, United Way Canada and Findhelp Information Services have partnered to Open Doors to Better Health for uninsured and under-insured people. Working with agencies in the community, we will enhance the capacity of the 211 system to help people connect to low-cost or free health and social services.

We have partnered with the Ontario College of Family Physicians and their Poverty Committee to educate primary care providers on the 211 service, and develop tools to help identify local programs and services that can help alleviate or prevent poverty.

With support from the Ministry of Community and Social Services, Developmental Services Ontario Toronto Region (DSO TR), a program of Surrey Place Centre, and Ontario 211, in collaboration with Findhelp Information Services, are partnering to improve information and referral services for people living with developmental disabilities. The project is in the planning stages with a planned launch in Toronto in fall of 2015, and roll-out to other DSO regions in 2016/2017.

Key Accomplishments

211 in Ontario has been built from the community up – leveraging decades of experience in professional information and referral agencies with in-depth knowledge of the services available in their communities. This year, we made significant progress on the road to building an integrated system that delivers a high-quality and consistent user experience, no matter where in Ontario the call is answered. A huge thank you to our service delivery partners for their role in bringing these systems online!

Integrated Phone – This year, we invested in a cloud-based phone platform that connects our regional 211 call centres within one provincial integrated system. The new phone solution will allow for calls to flow from one region to another to manage peaks in call volume across the province. This will also allow for skills-based routing of calls for language needs or other specialized social service needs – further improving the experience for callers and increasing the ways that 211 can act as a resource for others, particularly in times of emergency or disaster.

Integrated Call Tracking – A new call tracking system was also implemented by our regional service partners this year, which will improve the consistency of the data collected about who is calling 211, what they are calling about, and where there are unmet needs in communities. This data is already valued by communities, and the new system will allow for a deeper and richer analysis of community needs.

Single provincial database – Over the course of the last year, local resource databases were consolidated into one provincial dataset that is used by Information and Referral Specialists to search for services, and also feeds the 211ontario.ca search portal, creating greater consistency and reducing duplication of data across the system.

Implementation of new data standards – To ensure a consistent approach to naming and categorization of records, Data Partners across the province adopted and implemented new data standards with the ultimate goal of creating a better experience for users.

On February 11, our first 211 Day Awareness Campaign was a huge success due to the 211 ambassadors who helped grow awareness of 211 in their communities. The message this year was urging residents to Make the Right Call when looking for help, explaining when to call 211 instead of 911 for non-urgent needs.

Many first responders helped spread Make the Right Call messages. Thank you to the Ontario Provincial Police, Regional Police Services, Fire Stations and Paramedics across Ontario who added their voices on social media and with their local media.

United Ways and several municipalities in Ontario were also key partners in sharing the message. The City of Toronto donated free advertising to promote the Make the Right Call message. The United Way of Ottawa and Ottawa Mayor, Jim Watson, officially declared February 11th 211 Day in Ottawa. The United Way of Oxford ran radio ads and did media interviews. United Way of Sault Ste. Marie distributed materials to community organizations and the United Way of Sudbury Nipissing held a 211 media event in North Bay.

In the first week of the campaign, our Make the Right Call video was viewed more than 6,000 times, 269 new twitter followers, 60 new Facebook likes, and more than half a million social media impressions!

211 in Ontario has won the Highest Customer Service for Government Industry award again from the SQM Group. This means that 211 callers were very satisfied with the help provided by 211’s trained Information & Referral Specialists. SQM benchmarks over 500 North American call centres each year. 211 has won this award for four years since 2009.

211 also won the award for Call Centre World Class Certification. This award is based on 80% of customers being overall very satisfied with their call centre experience, are very satisfied with the Information and Referral Specialist who handled their call, and that they got the information they needed. 211 has won this award for three years in a row.

Thank you to all the callers who took time to answer surveys. The surveys also help us understand when there is a problem we need to resolve.

The People Behind the 211 Number

Collectively, the people listed below represent decades of experience in the information and referral and non-profit sectors. They are experts, advisors, contributors and sometimes cheerleaders - and we couldn’t do it without them.